Out on the Town: Armadillo Opens the L.A. Flagship

Author:Lindsey Shook

On October 26, renowned, global rug brand Armadillo opened the doors of their new L.A. flagship store, welcoming designers, architects and enthusiasts to experience their divine rugs in person, including the new Petra collection. Petra represents the brand’s first production of Berber-style rugs that feature Armadillo’s signature restrained style made with a 70s-inspired lush and thick pile in a palette of neutral tones. Armadillo is the first US and Australian rug brand to become a Certified B Corporation (and one of two!) and has pioneered sustainability and philanthropy since 2009 through their ethical handmade rugs, slow design philosophy, and philanthropy with the Armadillo Foundation.

Located in L.A.’s famed La Cienega Design Quarter—now the sixth showroom—co-founders Jodie Fried and Sally Pottharst enlisted Studio GOSS to create a feminine aesthetic that echoes strength behind their female-led business. Soft tones and textures often found in the ateliers of Paris and Tokyo are found throughout, combined with concrete, oak, brass, and blackened steel—often seen at the brand’s other showrooms. True to their mission, sustainability is top of mind as the entire showroom runs on 100% renewable energy.